ADVERTISING PAYS ALL ROUND

Stratford Evening Post, Issue 10, 4 August 1930, Page 8

ADVERTISING PAYS ALL ROUND

LORD RIDDELL ON BENEFIT TO READERS. "Advertising is an essential part of modem commercial machinery," said Lord Biddell, chairman of the Newspaper Proprietors' Association of Great Britain and president of the AdvertisingAssociation, speaking to the Imperial Press delegates at Grosvenor House, London, last month. "Advertisers should offer the right goods and service, and market them in the right way," Lord Riddel continued. "The reader profits by advertising because, by supporting the advertiser, the reader gets a larger ,and betterpaper for his money. "It gives one a pang," said Lord Riddell, "to look at the overseas and colonial newspapers and see the preponderance of American advertising." Sir Ernest Benn said we had yet to learn the basic economic truth that the selling ami distribution of commodities were even more important, and certainly more difficult, than tke making of them. The retailer still expected the manufacturer to find his market for him. Sir William Crawford, vice-chairman of the Publicity Committee of the Empire Marketing Board, said that in the last six or seven years the expenditure on. advertising in the newspapers had risen from £50,000,00 to £150,000,000, and all observers were agreed that this business was still in its infancy.